Hershey debuts new brand in North America

by Keith Nunes
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HERSHEY, PA. — The Hershey Co. will introduce Lancaster, a line of soft caramel cremes, in January 2014. The company said it is the first brand it has introduced in the United States in 30 years that is not associated with a line extension or an acquisition.

The Lancaster brand is based on a line of candies Milton Hershey made 120 years ago, according to The Hershey Co. The new products will be available in three flavors: caramel, caramel and vanilla, and raspberry. Four ounce bags will retail for $2.49 and 8-oz bags will have a suggested retail price of $3.99.

“The launch of Lancaster Soft Cremes takes Hershey back to the early days of our founder Milton Hershey and his truly innovative spirit and desire to make great tasting, high-quality products for consumers,” said Steven Schiller, senior vice-president of sweets and refreshment for Hershey.

This past May, Hershey introduced the Lancaster brand in China.
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